Freelancers using AdSpyFreelancers using AdSpyrecently wrapped a really fun project with Furrbby, a pet brand that needed traction fast.
We focused on tightening their paid media stack across Meta and Google, dialing in catalog + retargeting, and cutting anything that wasn’t pulling its weight. ROAS moved from ~1.5 to around 2.9–3, while keeping budgets efficient and scalable.
I’ve worked with 30+ pet brands over the years, and this one reminded me why I like the space so much: clear behavior signals, tons of creative angles, and fast feedback loops.
If anyone here is in ecom and struggling to get consistency from paid ads, happy to share what worked, what didn’t, and how we approached testing on this one. Your Meta Ads CPL Is High — Don't Change the Audience Yet.
One of the first mistakes I see in Meta Ads campaigns is this:
CPL increases → marketer changes the audience.
But high CPL doesn't automatically mean your targeting is wrong.
Before changing the audience, I usually look at the campaign like a funnel:
CPM → CTR → CPC → Creative → Lead Quality
Here's how I think about it:
1️⃣ CPM is high?
The problem could be competition, audience size, placement or the overall auction environment.
2️⃣ CTR is low?
Before blaming targeting, look at the creative and hook.
If people aren't stopping to engage with the ad, changing the audience may not solve the real problem.
3️⃣ CPC is high?
Check the relationship between CPM and CTR.
A high CPC can sometimes simply be the result of expensive impressions + weak click-through performance.
4️⃣ CTR is good but CPL is still high?
Now I'd look at the landing page, lead form, offer and conversion journey.
Getting clicks is not the same as generating leads.
5️⃣ CPL looks good but lead quality is poor?
This is where things get interesting.
A ₹100 lead isn't necessarily better than a ₹300 lead.
If the ₹300 leads actually convert and the ₹100 leads don't, optimizing only for CPL can push the campaign in the wrong direction
My rule:
Don't optimize the metric. Diagnose the system.
Meta Ads performance is rarely about one setting.
It's the combination of:
Creative + Audience + Offer + Funnel + Tracking + Lead Quality
And that's why I don't immediately change targeting whenever CPL goes up.
What metric do you check first when your Meta Ads CPL suddenly increases — CPM, CTR, CPC, or lead quality?
#PerformanceMarketing #MetaAds #LeadGeneration #DigitalMarketing #FacebookAds 
